we're building a fairer way to shop.
actually fair exists to remove hype, inflated pricing, and misleading marketing so quality products can stand on their own.
Indian Retail is Broken.
We want to Fix it.
The original French word for retail meant "to cut off" as in to buy in bulk and sell in pieces. Back then, retailers saw themselves as just one small part of the supply chain, and they priced accordingly, with modest margins.
Today, retail has flipped. Stores call themselves "brands" and mark up prices by 200–300% over their cost, hiding behind buzzwords like CAC, YOY growth, and market share.
Actually Fair was created to challenge that.
Every product on this platform has a simple, honest markup: just 14% over the cost we pay directly to manufacturers.
No bloated branding, no fake luxury - just well-made products that match or beat the quality of what you'd find at any big-name retailer in India.
If you've found your way here, thank you. You deserve to save more and still get the best. And if you believe in what we're building, do tell a friend.
We don't spend on ads - because that cost gets passed on to you. We grow through word of mouth, not marketing budgets.
Join Uswhat we care about
quality over hype
products earn their place through performance, not promotion.
fair pricing
no inflated markups to fund marketing spend.
transparency
clear expectations. honest descriptions.
low risk
a strong quality guarantee backs every purchase.
how we work
We keep things simple. Low overheads, no middlemen, and direct sourcing from top suppliers. That means we only charge what we need to keep operations running - nothing more.
With no spending on branding or marketing, we stay the most affordable option among high quality retailers.
The difference is clear.
Every item you see has been handpicked for its quality. It is likely the best product in its segment, offered at a price that makes you realise how unfair everything else is.
No Noise. No Manipulation. You choose what to buy.
We don’t sell stories. We don’t sell hype. We focus on the only thing that should matter - the product. If you like what you see, you’ll decide for yourself. You don’t need a celebrity or a flashy ad to tell you what to buy.
the long-term vision
we want shopping to feel calm, confident, and honest. where you don't have to second-guess your purchase because fairness is built in from the start.